Product marketing in B2B SaaS Startup Indus Khaitan 2018
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The role of Product Manager vs Product Marketing is amorphous. In small startups a Product Manager wears multiple hats, whereas when a startup is ready to scale, the focus shifts and roles are split. That's where Product Marketing's role comes to light.
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Product marketing in B2B SaaS Startup Indus Khaitan 2018
- 2. “The battle between every startup and incumbent comes down to whether the startup gets distribution before the incumbent gets innovation.” - @arampell 2
- 4. How does Product Marketing enable distribution? 4
- 6. Product CustomersSales Product Marketing 6 Inspired from Product Manager Venn diagram https://www.mindtheproduct.com/2011/10/what-exactly-is-a-product-manager/
- 7. 7
- 8. Product Manager Product Evangelism & Championship Define the Market & Customer Launch timing, Sales & Marketing Collateral Define the problem & value proposition Competitors, Products & Capabilities Define the requirements & roadmap Internet/External stakeholder communication 8 Diagram from Josh Elman’s Let’s Talk About Product Management
- 9. Product Evangelism & Championship Define the Market & Customer Launch timing, Sales & Marketing Collateral Define the problem & value proposition Competitors, Products & Capabilities Define the requirements & roadmap Internet/External stakeholder communication PM PMM 9 Product Marketing Manager Product Manager
- 11. Marketing Content Marketing Marketing Communication Demand Generation Field Marketing Marketing Ops Product Marketing 11
- 13. 01 Sales enablement 02 Pricing 03 Competitive Research 04 External decks 05 Case studies & customer references 06 Product Launch Product Marketing 13
- 14. 14 01 • Resources that help buyers • Training on the resources • Closing and renewal tools • Day-to-day deal support
- 15. 15 02 • Define market segment and pricing tiers • Pricing toolkit for Sales and Customer Success
- 16. Company Research •Intrinsic •Extrinsic •Product Market Research •Analyst coverage •Media coverage 16 03 These go into sales playbooks or battle cards against specific competitors
- 17. 17 04 Audience Sales Analysts & Press Company Big story Who are we? Market Category overview Product Features Differentiators References Cohort impact Roadmap Partners
- 18. 05 18
- 19. Enable Marketing on all channels Owned Paid Earned Sales & Customer Success Enablement Sales Training Customer Training 19 06
- 20. 20
- 21. • Promote to customers • Follow-up leads • Webinar host • Demand generation • Subject Matter expert • Contents for pitch deck • Session presenter • Creates deck Product Marketing Product Management SalesMarketing 21
- 22. •Provides use- cases •Formulates ROI •Creates camera ready asset •Demand generation •Validates use-cases •Champions internally •Creates story of features vs impact •Sales training material Product Marketing Product Management SalesMarketing 22
- 23. 23 • First, define the role of a Product Manager, Marketing Manager, and Sales • Second, start with sales enablement, that’s tangible and likely no one is paying attention • Over time, aggregate items as per activities • Measure success using Sales enablement KPIs
- 24. 24